Great Products are Communicated clearly, succinctly and powerfully to the world.
The Art of Communication is a skill that every successful business owner needs to master. Effective communication can be summed up in three words
- Clear – Unambiguous. Don’t use jokes or satire, people don’t understand your humor quite like you do. Make sure your language is straightforward and does not use word structures such as double negatives. Say what you mean so a child can understand it.
- Succinct – You should be able to describe your product both briefly and in great detail. The brief, compact version of your product information is what is most likely to be read by people. If you cannot explain your product in a condensed, crisp manner you are likely to lose customers as a result.
- Powerful – Unless your audience gains a deep understanding of just how important or compelling your product is, then you will be missing the mark with your communication. Find ways to give people powerful information about just how impressive your product is.
Create a Mantra – Two or Three words for your product.
A mantra is a great way to communicate simply about the product you are selling. This is two or three words simply stated, easily communicated to anyone.
Some examples of product mantras are as follows:
Rough, Tough and Robust
Built to last
DeBeers Mantra is “A Diamond is Forever”
Then you can use the mantra when you talk about your product – for example. “My customers buy Stoney Creek gear because it’s Built to Last”
Use salient points. Talk about yearly costs, number of songs stored etc.
People outside your immediate peer group do not understand technical language, they don’t have your perspective, training or experience.
Salient points are prominent and outward facing.
They are customer centric and they stand out.
Inward facing messages are messages that you and your staff understand, they are messages people with specialist knowledge in your products understand but they are useless to the majority of your customers.
Apple didn’t sell us an eight-gigabyte iPod, they sold us a thousand songs in our pocket.
When communicating with your customers don’t spend all your time talking about the technical aspects of your product, think about how the consumer would best be communicated with and use the most prominent and outward facing messages.
Ensure you can communicate about your product using clear, succinct and powerful language.
Create a mantra for your products
Use salient outward-facing points to talk about your product – for example, apple’s thousand songs in your pocket, not an 8 Gigabyte iPod.
The Finish. DFTBA.